NEW YORK (BUSINESS WIRE) 31 July 2008

Just like the phenomena of Tickle Me Elmo in 1996 and TMX Elmo in 2006, there was already buzz about the newest Sesame Street sensation. Elmo live debut at New York Toy Fair in February, the toy industry events and was immediately the talk? The show. Video footage with a sneak peek at the toy quickly spread through the internet publication on thousands of blogs and websites. With all the excitement, top toy retailers are already planning large corporate events on the introduction of the toy on 14 To support October.

this year in the attempt, the expected crush of consumer demand, Fisher-Price with retailers such as Wal-Mart, Toys “R” Us, Target, Kmart, amazon.com, eToys.com and more work for the filling offers a special opportunity to pre-order the toy online at their respective sites.

“We want everyone, Elmo Live in a position to want to get one,” said Neil Friedman, president of Mattel Brands. “This is a pre-order opportunity offers the best opportunity for those who order now that they have when it went on sale in stores on October 14 Elmo Live-national.”

He pointed out that the Fisher-Price determines how many toys to produce based on? a careful review of past sales and in relation to all retailers?? But “with fun toys like this, it is impossible to predict exactly? Fair? How much is needed to ultimately require the needs of consumers.”

opportunity helps Fisher-Price and retailers gauge early consumer demand, while there is still time to plan production, set to increase the number of products being manufactured. And for those who want to order now, it’s a good bet that the product will be available to them, when supply is tight later in the season.

“Elmo Live of a Wal-Mart Top 12 Toys for Christmas, and we are confident that he will fly off the shelves as fast as we can stack them,” said Laura Phillips, vice president and division manager of merchandising manager toys for Wal-Mart. “We are committed to remain one step ahead of demand, and opportunities for our customers to pre-order online at Walmart.com ensures that every child who wants to live the Elmo we will have this season.”

Simply magical best describes the new Elmo Live. Living in the creation of truly like for the first time in history, Elmo seems to actually speak, as his mouth opens and closes like a real Muppet, Elmo, from Sesame Street. His behavior on target as his head moves back and forth as he speaks. He waved his arms, sits and stands, also proposes the legs over each other while singing stories and jokes, songs and games. Children can activate the magic with a tickle or squeeze Elmo foot, tummy, back or nose.

With today’s announcement about pre-order opportunities, Fisher-Price also video recordings with the new Elmo Live free, the content never seen before.

Chris Byrne, aka The Toy Guy?, calls Elmo Live an industry changing toy. “Elmo has a rich game live offer exciting and interactive. This is as close with Elmo in the fur like a toy ever made,” he said. “We anticipate that this will be sold at the beginning of the season, so take advantage of the opportunity, before the sale is a key strategy for anyone who wants to score one of these toys will be.”

This is the life-like Elmo ever developed by Gina Sirard most, Fisher-Price vice president of marketing. “With today’s technology has enabled us, the magic between child and toy even more subtle and interesting than ever before,” he said. “This Elmo is packed with unprecedented movement and an abundance of creative content has never been in a luxury product.”

“The other Elmo toys made you laugh and dance, but Elmo Live really touches you. It is very unusual life,” says toy expert Jim Silver.

Elmo Live, for children 18 months and more, will retail for around $ 59.99.

Editors Note: Pictures and / or b-roll footage available upon request.

B-Roll Coordinates:

Thursday, 07/31/08

10.00 bis 10.15 clock ET

14.00 bis 14.15 clock ET

Galaxy 25 (C band)

transponder 14

Downlink Frequency: 3980 MHz (H)

Audio: 6.2 & 6.8 MHz

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE: MAT) in East Aurora, NY is located, is a leading brand of infant and preschool toys in the world. The company has a 77-year tradition of quality toys, to improve early childhood development. Play Laboratory was often their first child research center of its kind in imitating the toy industry, allowing researchers to play the way children play and how to observe their development benefits. Include some of the best known companies “classic” brands Little People, Power Wheels? and View-Master?. Fisher-Price is also a leading developer of baby gear products (with swings, high chairs, nursery monitors), and a variety of character-based toys up by high quality children’s programs like Sesame Street, Dora Explorer and Winnie the Pooh inspired. The company’s website, http://www.fisher-price.com that provide valuable information and resources for parents.

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